Brand websites are no longer THE digital hub anymore. When you think about it, it’s not such a big surprise. A recent study suggests 50% of customers believe a brand’s Facebook page is more useful than a website. Though websites can serve as a one-stop library, it’s becoming more apparent that interaction with brands is very important to consumers. In fact, 82% of customers surveyed feel this way, and of that percentage, 35% believe brands listen to them on Facebook. Simply put, consumers feel more connected to brands on the network.

With such empathy in mind, Facebook is a win for marketing to women, with her core drive to share and communicate—and the fact that 80% of Australian women have a Facebook account doesn’t hurt, either. The social network provides the perfect community environment for fostering decisions to try new things based on friends’ suggestions (which 80% of women do)—and promotions and discounts certainly help. Facebook is also the ideal platform for brands to connect with consumers directly, while letting their “personality” shine through. And let’s not forget 72% of women are more likely to stay engaged with brands she likes.

From a marketing perspective, social media is now accepted as one of the most powerful tools you can use to connect with their audience. Let’s face it, Facebook alone offers e-commerce, customer service, corporate affairs, tracking, targeting and other opportunities.